There’s a reason big corporations pay millions of dollars for television advertisements that depict specific people using or enjoying their products and services. They’re targeting specific demographics that belong to their target market in order to get people to identify with the product and say to themselves, “that product is for people like me!”
This is one of the only secrets to marketing, and it’s not really a secret. It only appears to be one because it’s been forgotten by many. If you can identify your target market, show your prospects your product or service is for people like them, and hit their pain points, you’re likely to get the sale.
Positioning your products for customer niches
With the right kind of marketing you can create two different products from one single product. All that you need is different packaging and targeting the niche customer segments to create an artificial requirement through right brand advertising and targeting the subconscious of your customers.
For instance, the same set of clothes are sold with different brand tags by the same company. The two products are manufactured from the same fabric and at the same factory, but the brand positioning and marketing carves out different customer niches.
Studies have shown that when a product is marketed to people using an advertisement targeted to their demographic, and they’ve decided they’re likely to buy it, if they’re shown an advertisement for the same product speaking to a different demographic, they’ll change their mind. Why? Showing them the wrong advertisement tells them, “this product is not for people like me.”
In the world of digital products, you can package a service or product for a specific segment to create better customer affinity. For instance, many web design companies position themselves as expert web designers for lawyers or doctors or locksmiths. There isn’t any difference between the to design works, but the positioning creates an assurance in the customer’s mind about the expertise of the company. This works in getting better sales within the targeted niche segment.
Artificial affinity and product demand
The most obvious example of this strategy can be seen in action by companies selling disposable safety razors for shaving. A razor blade is a razor blade. It’s either sharp, or it’s not. You’re either going to get a good shave from it, or not.
Razor companies know exactly what appeals to men and women and often it’s as simple as shape and color. For example, women tend to favor light colors and round shapes so razors marketed to women are made with pink handles and oval heads. Men tend to favor dark and neutral colors and square shapes, so razors marketed to men are made with dark handles and square heads. If you’re a woman, razor manufacturers’ advertisements say you need an oval shaped pivoting razor head and a specially contoured handle in order to get a good shave.
There isn’t anything special about a razor blade that applies only to men or only to women. It’s all in the marketing. Still, some people would rather skip shaving if it means using a razor with the wrong colored handle (because they subconsciously believe it’s “not for people like me”).
How do you accomplish this online?
The need to show people your products are for them presents a challenge to businesses that are being found online. While you might have television ads that nail it, many people use the internet to find businesses and when they come across your website, you’ve got to connect with them in the same way, but how?
In order to get people to identify with your services, in this case, you have to humanize your online presence. Everything you publish on your website needs to speak directly to your target market in a way that gets them to see themselves using your services. Using phrases like, “if you’re this kind of person, we’ve got a product for you” is not enough and must be accompanied by visuals like photos and videos.
Do as marketers do – not as they say
Before you pay for another marketing system or strategy, spend some time studying existing advertisements in your industry to see what they’re doing and who they’re targeting.
Remember that people who sell marketing strategies have you pegged as their target market. You don’t always need to buy the products being sold by experts. Sometimes a keen observation of how they’re selling their own product is all it takes to gain the insight necessary to take your marketing efforts to the next level.